Standardization versus Adaptation标准规范化与适应.pdf

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1、GlobalizationandFashionBusinessStrategy:StandardizationversusAdaptationTwoCaseStudiesofCalvinKleinMenswearandTommyHilfigerInternationalAmsterdamFashionInstituteBachelorDegreeProgramInternationalFashionManagementGraduationResearchReportMay2014Student:HaegeonKangCoach:ConstantinvonMaltzahnSecondReade

2、r:JanPiscaerTableofContentExecutiveSummary-----------------------------------------------------------------------------------------01Chapter1Introduction----------------------------------------------------------------------------------021.1Background-------------------------------------------------

3、-----------------------------------------------021.2Problem-----------------------------------------------------------------------------------------------------021.3Purpose-----------------------------------------------------------------------------------------------------031.3Question-------------

4、---------------------------------------------------------------------------------------031.4Methodology-----------------------------------------------------------------------------------------------04Chapter2GlobalizationandFashion----------------------------------------------------------------052.

5、1ManufacturingandRetail--------------------------------------------------------------------------------052.2Design------------------------------------------------------------------------------------------------------062.3Media,TechnologyandTrends-----------------------------------------------------

6、---------------------07Chapter3FashionBusinessStrategy:StandardizationvsAdaptationwith4’PsofMarketingMix----------------------------------------------------------------------093.1Product-----------------------------------------------------------------------------------------------------103.2Price--

7、-------------------------------------------------------------------------------------------------------143.3Promotion-----------------------------------------------------------------------------------------